pladis overhauls Go Ahead brand with new products, logo and ATL campaign

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pladis, the global snacking company behind some of the UK’s most loved and iconic brands, has announced a programme of exciting 2021 activity across its £29 million Go Ahead brand covering NPD, an ATL campaign and a packaging and logo overhaul – all in time to help retailers drive incremental sales during the crucial New Year sales period where shoppers are seeking out healthier options.

As part of its busy NPD pipeline, the leading brand in low calorie snacking is launching Go Ahead Fruity Cake Bites – a deliciously poppable cake snack that is just 97 calories per pack. A choice of two fruity fillings, zesty Orange & Lemon and juicy Raspberry & Strawberry, are baked into a soft, cakey coating. The products come in multipacks of 5 individually portioned packs which are under 100 calories each, plus are high in fibre.

Alongside this comes Go Ahead Fruit & Fibre Slices – an extension of the brand’s popular ‘slices’ portfolio. The products offer consumers light and crispy baked biscuits which are packed with sultanas, a chewy fruity filling and finished with a sprinkle of oats and bran to create a softer texture. The two variants – Strawberry and Blueberry – contain just 56 calories per slice and are high in fibre.

The new products come alongside the biggest logo and packaging overhaul that the Go Ahead brand has ever seen. On top of a fresh new logo across Go Ahead’s entire portfolio, the pack re-design sees the introduction of an attractive new colour palette and eye-catching photography – all of which will give the brand a contemporary look and feel to help achieve greater stand-out on supermarket shelves.

“Shopper attitudes towards food and drink shift very quickly from December to January, so retailers need to be quick to adapt their offerings to cater to this,” says Caroline Hipperson, chief marketing officer at pladis UK&I. “The great news is that both of our new Go Ahead ranges are launching just in time for the New Year and, because they are low in calories and high in fibre, they’ll allow retailers to drive growth during a key sales period – whilst helping shoppers to easily add more fibre into their diets.

“While healthier biscuits took a knock in 2020 as home-bound shoppers moved away from on-the-go products, it’s still the biggest sector of sweet biscuits and we predict that the sub-category will be the second-fastest growing sector of sweet biscuits over the next two years – providing retailers are stocking the right product mix.

“This is why stocking up on Go Ahead now is essential – particularly our NPD – especially when you consider the fact that we are the best-value branded option on the low-calorie snacking fixture. Plus, we now have our new look to help drive visibility.

“Our brand positioning is around bringing joy and colour into people’s lives with vibrant, delicious, fruity snacks. Our new, modern packaging brings this to life and our new contemporary design will secure greater standout on shelf, ultimately helping retailers drive sales.”

Go Ahead will be supporting it’s branding overhaul plus the launch of Fruity Cake Bites – as well as its core range of Fruit Slices and Yogurt Breaks – with its ‘Go Easy On Yourself’ PR, social, digital and OOH marketing campaign. On top of gently poking fun at health fads which come with the New Year, the campaign will cheerlead the small, positive changes people make – such as choosing Go Ahead as their snack of choice.

Hipperson continues: “Our Go Ahead campaign in January is all about encouraging people to ditch the guilt and go easy on themselves in a bid to challenge the traditional ‘new year, new me’ health fads that we typically see at this time of year. Go Ahead now has a range of products that fit all different types of snacking occasion, whether that’s at mealtimes or mid-afternoon. We’d urge retailers large and small to get behind the new-look Go Ahead brand to make the most of this key category.” 

Go Ahead Fruity Cake Bites will be available in packs of 5 individually portioned 27.3g bags at an RRP of £2.39, while Go Ahead Fruit & Fibre Slices will be in packets of 5 individually wrapped packs of 3 slices (14.5g each). The new ranges, along with the marketing campaign and packaging refresh, will launch nationwide into multiple retail including Asda and Sainsbury’s – as well as convenience and wholesale – in January 2021. Packaging will be recyclable through pladis’ partnership with Terracycle (www.terracycle.co.uk).